With the summer approaching, the concept of “Coolcation” remains an important trend in tourism in 2025, with more and more tourists preferring cooler destinations that are not yet affected by overtourism.
“Coolcations are growing in popularity as holidaymakers increasingly attempt to escape the soaring temperatures and crowds in major summer destinations such as Greece, Spain, Italy and Portugal.
Rising incidents of extreme weather, including heat waves and wildfires in these Southern European destinations, have only served to bolster this trend.
Recent analysis by Virtuoso, a global network of luxury and experiential travel agencies, reported a 44 per cent increase in travel to cooler destinations like Canada, Finland and Iceland in 2024.
Travel perks provider Dragon Pass experienced more than a 100 per cent increase in bookings for Sweden, Norway, Denmark and Finland in the last year, with another 30 per cent growth expected for this year,” Euronews reports.